The online ecosystem is different in Russia. Yandex is the search leader over Google; VK.com (originally VKontakte) and Odnoklassniki.ru are more popular social networks than Facebook. But when it comes to programmatic buying, the country looks similar to the US RTB circa 2011, thanks in part to the participation of Russia’s major internet players. The […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sacha Xavier, Partner, Media & Innovation Director for Neo@Ogilvy. One day I came to work and realized that everything had changed. My branch of the industry had upgraded from the […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rob Leathern, CEO of Optimal, Inc.. Having had the fortune (or misfortune) of being involved in online advertising product development over the past nine years, I’ve been able to […]
WPP Group’s trading desk Xaxis is known for its proprietary approach to technology. The GroupM unit has incubated numerous ad platforms, a legacy of WPP’s 2007 acquisition of 24/7 Media. It offers these products to clients as an alternative to licensing from vendors. By contrast, trading desk rivals VivaKi AOD (Publicis), Cadreon (IPG), and Accuen (Omnicom) are […]
Google remains on a warpath to drive industry-wide adoption of its ad tech “stack” strategy, positioning integration of past acquisitions as proof it is serving key constituencies. In March, Google called out the integration of Admeld and publisher direct sales. Today at its thinkDoubleClick client advisory board, it will highlight the inclusion of Wildfire (acquired […]
Salesforce.com has said it will acquire the digital marketing platform ExactTarget for $2.5 billion, making this the cloud software company’s largest acquisition to date. One driver of the deal was Oracle’s acquisition of marketing automation provider Eloqua last year. At the time, AdExchanger and others speculated that Salesforce.com would snap up ExactTarget or Eloqua competitor […]
When Publicis Groupe launched it five years ago, VivaKi Audience On Demand was among the first holding company trading desks. And Google was its key partner, supporting a great majority of AOD’s ad serving and auction-based display media buying. But those days are over. As of Q1, Google’s DoubleClick Bid Manager (formerly Invite Media) is […]
There are almost as many approaches to solving the attribution puzzle as there are brands. At Lancome, part of the strategy is to consolidate two key channels with a single vendor. Alessio Rossi is VP of digital marketing, ecommerce and CRM for the Loreal-owned luxury cosmetics brand. Since joining in May 2012, he has reevaluated […]
Social infrastructure company Gigya allows businesses to connect social elements to their sites, like social logins, and leverage the resulting data. It works with nearly 700 online enterprises, including 48 of the top 100 comScore properties, according to Gigya CEO Patrick Salyer. “Across our platform we touch 1.5 billion consumers,” he says. “Two-thirds of the […]
For the past year, executives at The New York Times Company speaking on its quarterly earnings calls have singled out a particular challenge for the newspaper publisher’s display ad business: programmatic media buying methods. With this month’s hire of online ad veteran Matt Prohaska as programmatic advertising director, the NYT still regards exchange and automated […]
Automotive data company Polk collects and analyzes data related to registration and title information, new vehicle transactions from all the major manufacturers, and even vehicle financing data. Working with companies like Datalogix, with whom Polk has a years-long partnership, the company is able to bring this offline data into the online world. “Polk has some […]
AcquireWeb is not a new, bootstrapped startup – but it could be labeled an evolved one with a new home in display advertising. CEO Al Gadbut describes his 27-person company, launched in 2001, as “a marketing data technology company focusing on customer identity integration within the digital space.” When the Foster City, California-based company started out, […]
Last week AdExchanger looked at the dynamic between ROI DNA, a performance-driven agency, and its preferred display-trading partner, Run DSP. (Read the story.) There are many such relationships in ad tech, where a mid-sized agency relies on a key network or platform partner to drive ROI and provide hand-holding to its planners and buyers. You […]
There were two adjectives Yahoo CEO Marissa Mayer used repeatedly when discussing the advertising opportunity with Tumblr, which her company agreed to buy for $1.1 billion. Those words: “native” and “aspirational.” It’s what you would expect. In its short history of monetization, Tumblr has focused on organic ad formats, tentatively rolling out tools to promote […]
Yahoo’s planned acquisition of Tumblr brings it “coolness,” young demos and mobile eyeballs, says the blogosphere. The deal, reported at $1.1 billion, is Yahoo’s Instagram – even with aging Flickr already aboard. Okay, fine. From here, this acquisition may also be a new, strategic move into “identity.” Yahoo Mail used to be the portal’s identity magnet, but product development neglect and […]
The balance between protecting consumers’ privacy and reaching them with relevant targeted ads is a constant struggle for the online ad industry. And consumers experience a similar tension, according to several surveys published in recent months. After a December 2012 survey of 2,000 customers in the US and UK, Accenture Interactive found that 86% of respondents […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Andrew Shebbeare, Founding Partner and Global Chief Strategist at Essence. Don’t worry; I’m not planning to reprise the old debate over whether data is good or evil here. I assume this […]
Five years into the exchange-buying trend, attention tends to focus on what’s broken in agency/network relationships. Black-box algorithms, opaque margins, impression fraud, and a tendency to overpromise and underdeliver have damaged trust in digital ads and the platforms that traffic them. So the story goes. But for many agencies, these concerns are outweighed by the […]
Facebook has raised the velvet rope to let more of its real-time bidding partners into the News Feed, and by many accounts the response rates are stunning. But some technical and ad quality issues still need to be ironed out. Beta partner TellApart says click-through rates for Facebook Exchange ads in the News Feed are […]
After a strong 2012 holiday season for mobile advertising, marketers took a step back in the beginning of 2013, then charged ahead again toward the end of the first quarter. In AdExchanger’s third quarterly mobile roundup, mobile ad networks and companies found that rich media, targeting and the rise of tablets drove expansion in the […]
Aol was able to maintain its hard-won profitability and ad sales gains Q1. But just as Aol was finally able to turn US display around with a decent growth of 6%, the usual powerhouse of third-party network revenues showed signs of slowing down. Read the earnings release. The company’s third-party network revenues growth slowed to […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Daniel Davies, Vice President of US Operations at Digilant. The exchange space is absurd. Disagree? Okay, open another browser and visit beyondjane.com. Now wait for about 60 pixels and […]
The Tracking Protection Working Group is meeting this week in Sunnyvale, Calif. in its latest attempt to create a tech spec for the Do Not Track browser feature. Progress has been excruciatingly slow for the group, which operates under the aegis of the World Wide Web Consortium (W3C). Disparate interests have been unable to agree on even […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sacha Xavier, Partner, Media & Innovation Director for Neo@Ogilvy. 2013 has evolved with bigger and more celebrity-laden digital upfronts, also known as “New Fronts.” I hesitate to even call them […]
With Krux’s initial conception of its publisher data management platform (DMP) nearly complete, CEO Tom Chavez is thinking about what’s next for his 2.5-year-old company. Chavez says, “We had a broad idea of all the pieces that we wanted to conquer, and within the last year, those puzzle pieces have come together. It spans not […]
With the World Cup and Olympics coming to Brazil in 2014 and 2016, all eyes are on the country’s preparations for the events, which include readying its digital infrastructure. Brands are waiting for the chance to be at the center of the worldwide stage, and several advertising technology companies have opened offices in Brazil. This […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ken Allen, Managing Director at Blackstone. Robb Stark, in Season II of HBO’s Game of Thrones, is presented with an interesting dilemma during his quest to avenge his father’s death. At […]
A year after Twitter opened its self-serve Twitter Advertising system to businesses on an “invite-only” basis, the microblog’s Promoted Tweets and Promoted Accounts products will be open to anyone in the US. Read the release. This news was mentioned as Kevin Weil, Senior Director of Product for Revenue at Twitter, participated on a panel with […]
Yahoo executives talked a lot about “new” ad formats and video-centric programming during its Newfront presentation, but a vague familiarity persisted until the very end of COO Henrique De Castro’s presentation, when he made a promise to media buyers: give us a small yet sizable portion of your TV ad spending and we’ll guarantee satisfaction. […]
With a PhD. in econometrics and an analytics and statistical background on the AdAdvisor side of the Neustar “house,” VP of Research & Analytics Ken Inman has good reason to be laser-focused on building consumer predictive models. Inman oversees the development of targeted marketing applications, using data and information to help address challenges in customer […]
